Case study
St Pierre Groupe: Office Sampling
St Pierre Groupe is an international market leader in the bakery sector, delivering world-class bakery products across retail and wholesale markets in the UK, US, Europe, and the Middle East.
The brief
St Pierre Groupe identifies its consumer base as ABC1, so we wanted to test the product within this demographic and understand more about where consumers saw the product’s positioning in the market.
Mechanics
For this campaign with St Pierre Groupe, we used our Office Sampling solution instead of other traditional sampling methods. This solution aligns with the brand’s goal of understanding its consumers on a deeper level.
Our Office Sampling solution involves distributing free product samples to employees in offices across the UK. In return, consumers provide feedback through short, customised questionnaires tailored to each campaign.
We started by selecting the offices where we wanted to run the campaign and chose 30 locations, all near St Pierre Groupe’s stockists. We also created posters to promote the initiative and encourage participation in the office buildings. These posters included a QR code that allowed people to scan it and access a customised questionnaire to share their thoughts about the product.
Results
The campaign was highly effective, with 24,000 brioches sampled and a load of invaluable consumer insights gathered such as that…
5% of people very likely or quite likely to buy the product
Female audiences were more likely than male audiences to buy the product again
80% of all respondents saw Brioche Baguettes as a morning occasion product
A tonne of amazing filling suggestions!
Deliverables
Logistics
Graphic Design
Printed materials
Sampling – in offices
Data collection and presentation
Working with GottaBe! offered a new approach for the St Pierre brand. To date, sampling has focused on established products. Driving trial is key to the St Pierre brand because our product quality means once shoppers try us, they will buy our products time and again.
This project focused on a lesser-known product range, meaning that the insight could be used in marketing strategy development and presenting to our customers. Since carrying out the activity, we have increased distribution on the product line and the insight secured through the GottaBe! project has aided that achievement.
Lauren Meadows
Head of UK Brands
at
St Pierre Groupe
Like what you see?
Ready to see what your consumers are really craving? Let’s decode their tastes and stay ahead of the competition!
View some of our other case studies
Just Eat: Iftar Tour
5 locations, 1 truck, and countless smiles – see how our Iftar Tour brought Just Eat riders together with authentic experiences and a true sense of community.
Keith Spicer: BBC Good Food Winter Show 2024
How we helped the Keith Spicer group brew up brand love at the BBC Good Food Show.
Western Union: Yellow Santa Tour 2024
Western Union’s ‘Yellow Santa’ spread festive joy and strengthened community ties through interactive experiences, giveaways, and storytelling.